Spruce up Your Social with Content

Creating and Using GreatSocial ContentSpruce up Your Social Webinar Series

Today’s Presenters Jason Falls CEO Social Media Explorer @JasonFalls Ellen Westcott Social Business Strategist Spredfast @EllenBWestcott Kristen Sussman President Social Distillery @KrisSuss#SocialSpruce

Best Practices in Creating andUtilizing Social Content

What is content? • Website • Blog • Tweets, Posts, Blahs Content • Newsletters • Consumer-Centric • Advertisements • Business-Aware • Direct Mail • Annual Reports#SocialSpruce

Building a content blueprint • Who are they? Audience • What do they like? • What can you provide? Content • What will engage your audience? • Where is your audience? Channel • What qualities effect how you communicate? • Are you trying to inform? Purpose • Are you trying to entertain? • What action do you want them to Point take?#SocialSpruce

The blueprint • You know their make up Audience • You know what they would find useful Content • You know where they can be found Channel • You know generally your aim with Purpose content • You know your calls to action Point#SocialSpruce

Customer retention Customer (Audience) Email Facebook Twitter IssuesPromote Events, Features Attendance, Conversions Product Feedback Comments, Ideas, Insights Customer Service/Engagement handled, ReTweets, Customers engaged Blog Direct Use & Excuse Posts, Comments, Click-Thrus, Sales Surprise & Delight Track use of coupons/items, Feedback (Upsell)#SocialSpruce

How do you measure?#SocialSpruce

How do you measure? • Audience • Public • Purpose • Present Product or Service • Call-To-Action • Buy/Download/Subscribe Website#SocialSpruce

How do you measure? • Audience • Qualified Public • Purpose • Establish Authority Organic Push Rank Well in SERPs • Call-To-Action • Subscribe/Join/Buy/Downl oad/Share/Link Blog#SocialSpruce

How do you measure? • Audience • Purchase-Ready Qualified Leads • Purpose • Drive Sales Drive Leads Build Awareness* • Call-To-Action • Buy/Call Online Media/PPC Advertising#SocialSpruce

How do you measure? • Audience • Interested Public • Engage/Humanize • Purpose Organic Push Customer Retention • Call-To-Action • Respond/Comment Buy/Call Provide Feedback Participate for Rewards Facebook#SocialSpruce

A resource … www.socialmediaexplorer.com/content-measurement#SocialSpruce

The Key To It All! • Set Goals • Translate To CTAs • Measure That • Trend/Track other PIs • But don’t get distracted#SocialSpruce

Identifying Content Trendsand Measuring Performance

“One day you’re in, and the next day you’re out.”#SocialSpruce

Brand story as the baseline#SocialSpruce

Owning your space#SocialSpruce

Mapping metrics to goals 1. Brand Awareness 2. Reputation Management 3. Improved Customer Service 1. Driving Sales & Leads 1. Building/Nurturing Advocacy#SocialSpruce

What content is working? Likes Replies Views Likes Views Comments Retweets Comments Comments Comments Shares Mentions Favorites Clicks Link love Clicks Favorites Clicks Clicks#SocialSpruce

Different types of content#SocialSpruce

Different types of rich media#SocialSpruce

Owned vs. third-party#SocialSpruce

An optimized content calendar#SocialSpruce

“There’s no amount of technology that can make bad content good, but technology can make good content great.” - Kristin Frank, SVP Digital at MTV and VH1#SocialSpruce

Insights from the field

…Insights from the field:6 Requirements for achieving Social Success 1. Reach & Relevancy 4. Embrace Change 2. Creative Story-telling 5. Create a Plan 3. Tactical Implementation 6. Learned Insights#SocialSpruce

#1 Reach & Relevancy • Create content that resonates with your community • Know your community & who/what is relevant to them • Use proactive & reactive engagement to increase reach#SocialSpruce

#2 Creative Story-telling• Use creativity to tell your company or product story• Maximize your marketing impact through various online touch points• Enable extended impact by repurposing useful content collected during the campaign#SocialSpruce

#3 Tactical Implementation • Once you’ve created great content, share & repurpose it in as many relevant locations as possible • Keep social channels consistent with companywide communications & overall business objectives#SocialSpruce

#4 Embrace ChangePinterest is now the Pinterest drives3RD MOST POPULAR MORE REFERRAL social network TRAFFIC In the U.S. behind than Google+, Facebook and LinkedIn and Twitter. YouTube combined.#SocialSpruce

#5 Create A Plan • An editorial calendar ensures appropriate publishing cadence • A shared calendar enables consistent messaging, with more impactful promotions#SocialSpruce

#6 Learned Insights • Use collected data to enable new insights • Turn insights into shareable content#SocialSpruce

Thanks!Jason Falls Ellen Westcott Kristen@JasonFalls @ellenbwestcott Sussman ewestcott@spredfast.com @KrisSuss

Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast Thanks for joining us!

Spruce up Your Social with Content

by Spredfast

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 25

Statistics

Spruce up Your Social with Content Presentation Transcript

http://www.scoop.it	23
https://twitter.com	2